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Develop a marketing plan Learner Workbook

   

Added on  2021-06-15

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BSBMKG609 Develop a marketing planLearner Workbook
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AILC | VERSION2,SEPTEMBER2015P a g e|2Table of ContentsTable of Contents.....................................................................................................................2Candidate Details.....................................................................................................................3Assessment – BSBMKG609: Develop a marketing plan...................................................3Competency Record to be completed by Assessor.............................................................4Observation/Demonstration....................................................................................................5Activities....................................................................................................................................6Activity 1A.........................................................................................................................6Activity 1B..........................................................................................................................7Activity 1C..........................................................................................................................8Activity 1D.........................................................................................................................9Activity 1E........................................................................................................................10Activity 1F........................................................................................................................11Activity 2A.......................................................................................................................12Activity 2B........................................................................................................................13Activity 2C........................................................................................................................14Activity 2D.......................................................................................................................15Activity 2E........................................................................................................................16Activity 3A.......................................................................................................................17Activity 3B........................................................................................................................18Activity 3C........................................................................................................................19Activity 3D.......................................................................................................................20Skills and Knowledge Activity.........................................................................................21Case Study.......................................................................................................................22
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AILC | VERSION2,SEPTEMBER2015P a g e|3Candidate DetailsAssessment – BSBMKG609: Develop a marketing planPlease complete the following activities and hand into your trainer for marking. This forms part of your assessment for BSBMKG609: Develop a marketing plan. Name: _____________________________________________________________Address:__________________________________________________________________________________________________________________________Email:_____________________________________________________________Employer:_____________________________________________________________DeclarationI declare that no part of this assessment has been copied from another person’s work with the exception of where I have listed or referenced documents or work and that no part of this assessment has been written for me by another person.Signed:____________________________________________________________Date:____________________________________________________________If activities have been completed as part of a small group or in pairs, details of the learners involved should be provided below:This activity workbook has been completed by the following persons and we acknowledge that it was a fair team effort where everyone contributed equally to the work completed. We declare that no part of this assessment has been copied from another person’s work with the exception of where we have listed or referenced documents or work and that no part of this assessment has been written for us by another person.Learner 1:____________________________________________________________Signed:____________________________________________________________Learner 2:____________________________________________________________Signed:____________________________________________________________Learner 3:____________________________________________________________
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AILC | VERSION2,SEPTEMBER2015P a g e|4Signed:____________________________________________________________Competency Record to be completed by AssessorLearner Name:_______________________________________________________Date of Assessment:_______________________________________________________The learner has been assessed as competent in the elements and performance criteria and the evidence has been presented as:Assessor InitialsAuthenticValidReliableCurrentSufficientThe learner is deemed: COMPETENTNOT YET COMPETENT (Please circle)If not yet competent, date for re-assessment:____________________________________Comments from Trainer / Assessor:__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Assessor Signature:________________________________________________________
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AILC | VERSION2,SEPTEMBER2015P a g e|5Observation/DemonstrationThroughout this unit, you will be expected to show your competency of the elements through observations or demonstrations. Your instructor will have a list of demonstrations you must complete or tasks to be observed. The observations and demonstrations will be completed as well as the activities found in this workbook. An explanation of demonstrations and observations:Demonstration is off-the-jobA demonstration will require:Performing a skill or task that is asked of youYou should be able to demonstrate you can:1.Devise marketing strategies2.Plan marketing tactics3.Prepare and present a marketing planYou should also demonstrate the following skills:ReadingWritingOral communicationNumeracy skillsNavigate the world of workInteract with othersGet the work done
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AILC | VERSION2,SEPTEMBER2015P a g e|6ActivitiesActivity 1AEstimated Time20 MinutesObjectiveTo provide you with an opportunity to evaluate marketing opportunity options that address organizational objectives and evaluate their risks and returns in the selection process.ActivityWhat are your main organizational objectives?The primary objective of Smart Wear Company is to introduce two new product lines- lightweight luggage and customized logo sportswear and tobecome a leading supplier of these products in the next five years. These products will be produced and marketed in a new geographic market in located California in the US. The company will source for materials at affordable prices from trusted suppliers which will enable it to provide these products at relatively low prices and target the low and middle-income earners who are interested in obtaining high-quality products at cheaper prices.Besides, the company aims to develop a successful internet site in the next five years to market its customized log sportswear and lightweight luggage while maintaining a strong link with its loyal and potential customers. Give an example of a marketing opportunity related to your organization.Since its launch a few years ago, Smart Wear has experienced an overwhelming demand for its products. Although the company is located in Ohio, most customers travel from as far as California just to purchase
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AILC | VERSION2,SEPTEMBER2015P a g e|7sportswear due to their high quality and affordable prices. The company has therefore seen an opportunity to capture a new target market, consisting of sports-minded consumers located in California and has seen it appropriate to develop a new product line consisting of customized logosportswear and lightweight bags at cheaper prices to be sold in this region. Developing these new product lines will enable the firm to geographically expand its target market to include the consumers from California, with a potential for improving its revenue from sales due to expected economies of scale.How can you evaluate the risks and returns of a marketing option e.g.product design and packaging or distribution?The two product types will be offered at relatively cheaper prices. This means that the company will adopt cost-leadership as a competitive strategy. By using this strategy, the company will be able to obtain a largenumber of middle-income and low-income earners located in California who is price sensitive and interested in obtaining high-quality sportswear at affordable prices. The customers who are passionate about sports but were originally unable to purchase casual sportswear due to high prices charged by other suppliers will provide the company with a ready market.Furthermore, the company expects to achieve economies of scale in the next five years by pooling a large group of customers through effective promotional strategies. This will enable the company to enjoy huge profits from sales.However, in its attempt to achieve cost-leadership, the company may be exposed to different competitive risks. The first risk is that some
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AILC | VERSION2,SEPTEMBER2015P a g e|8customers who associate quality with price may view the firm's product as of low quality. To curb this risk, the company will stress the quality of its product by using testimonies from returning customers. The second risk is that the company may face is a dilution of profits due to low pricing. However, the company has put in place proper operational mechanisms like obtaining raw materials cheaply from trusted suppliers which will also enable it to sell the products at cheaper prices.It is apparent that the company has put in place accurate measures to deal with the above potential risks. Therefore, balancing the risks and returns the company is exposed to, the returns are more than the risks. This means that it is feasible for the firm to introduce the two product lines.
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